Abstract

The term "Soft Power" has been given a particular concern in the world of international relations. International broadcasting has been perceived by so many countries as one of the most effective tools that can produce and enhance a country's soft power. Today, Egypt seeks to enhance its leading role over the African continent through boosting its soft power resources and tools. Since the African Service in the Egyptian Directed Transnational Radio Network (EDTRN) and Nile TV International channel are the main Egyptian radio and TV services dedicated to enhance Egypt's soft power in Africa, this study aims to examine the experts' perception toward the soft power role of those two services. The study seeks also to explore the challenges and obstacles that may hinder the two services from working as effective soft power instruments for Egypt in Africa. This study advances a theoretical framework designed to help find a connection between soft power's resources, tools, and main goals from one side, and agenda setting and cultivation theories of mass communication on the other. The study used both quantitative and qualitative approaches in the data collection and analysis processes. The data analysis reflected glorifying the past effect, undermining the present influence, and doubting the future impact of the two services. The analysis also reflected confusion over implementing the strategic goals of the two services due to certain factors. The study found that the main challenges are represented in financial, technical, administrative difficulties as well as harsh competition with other international broadcasters. A set of recommendations were introduced to enhance Egypt's soft power in Africa through making better use of the African Service in the Egyptian Directed Transnational Radio Network and Nile TV International channel.

Department

Public Policy & Administration Department

Degree Name

MA in Public Policy

Graduation Date

Fall 7-1-2020

Submission Date

July 2020

First Advisor

Allam, Rasha

Second Advisor

NA

Third Advisor

NA

Committee Member 1

Barsoum, Ghada

Committee Member 2

Al- Kadi, Tara

Committee Member 3

NA

Extent

111 p.

Document Type

Master's Thesis

Library of Congress Subject Heading 1

Public Policy

Rights

The author retains all rights with regard to copyright. The author certifies that written permission from the owner(s) of third-party copyrighted matter included in the thesis, dissertation, paper, or record of study has been obtained. The author further certifies that IRB approval has been obtained for this thesis, or that IRB approval is not necessary for this thesis. Insofar as this thesis, dissertation, paper, or record of study is an educational record as defined in the Family Educational Rights and Privacy Act (FERPA) (20 USC 1232g), the author has granted consent to disclosure of it to anyone who requests a copy. The author has granted the American University in Cairo or its agents a non-exclusive license to archive this thesis, dissertation, paper, or record of study, and to make it accessible, in whole or in part, in all forms of media, now or hereafter known.

Institutional Review Board (IRB) Approval

Approval has been obtained for this item

Streaming Media

Comments

To my advisor: I would like first to thank my exceptional thesis advisor Dr. Rasha Allam of the Department of Journalism and Mass Communication at The American University in Cairo. The door to Dr. Rasha's office was always open whenever I had a question on my research. She wisely guided me throughout my research journey and was always adding a value when responding to my questions. To my readers: I am using this opportunity to express my gratitude to Dr. Ghada Barsoum and Dr. Tara El – Kadi for supporting me throughout this study. I am thankful for their aspiring guidance, constructive criticism and friendly advice during the research work. To the research participants: This is also a great opportunity to thank the participants who were involved in the validation interviews for this research project. Without their appreciated cooperation, the validation interviews could not have been successfully conducted. Sincere thanks to Prof. Dr. Abbas Omran for his valuable assistance in the statistical analysis of the thesis data. To my beloved ones: mom, wife, and my kids: Thank you for reminding me every day that I can do it! This work would not have been possible without you. To all of you, I dedicate my success. Hany Mehany

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